You couldn't buy the new Radeons, and resellers who did manage to get them in stock jacked up the price to double and triple the price AMD listed. You only got those nice ROI figures if you happened to jump on a card early enough to get them at an acceptable price. Same thing happened with ASIC hardware. If you were one of the lucky few that managed to get into them early (and didn't purchase the BFL vaporware) you mined a ton of coin, and potentially made a fortune selling them at $1000 a whack at the end of 2013.
Now it's not so much a magic internet money printing machine
Even if you got in during middle of jacked up prices you did ok. Only people who got screwed was last people to buy at jacked up price.
I know I bought some during the high rate and I ROI'ed. I had some from cheaper rates though to. And at end ebay really did help. Was amazing getting all the money out of selling them. I wish asics had a secondary market like GPU's had gamers.